Always Provide Clients and Potential Employers with Added Value

Perhaps the most valuable thing a business can provide their customers is added value. Perhaps the best way to retain customers is to provide added value. Perhaps the most effective way to secure a new customer is to provide added value during the negotiations. And the same is true for a job candidate negotiating to get the job offer.

Giving something away for free, especially if it is unexpected, and assuming it has value, shows that you are a true professional, someone who knows their industry and knows their audience.

If you are trying to convince a prospective client that you can increase their sales pipeline, or an employer that you can increase their market share or, more importantly, in both cases, to increase their client/customer retention rate, one excellent way of doing so is to suggest that they share free advice on a regular basis with their customers and clients, just as you are doing with yours. Then, of course, you actually have to do it. You have to practice what you preach.

I’m not talking about newsletters. I’m certain that most newsletters find their way to the SPAM folder. They are a waste of time, money and effort. The recipient won’t want to offend the sender by “unsubscribing,” so they’ll just move the unwanted document to SPAM and the sender will never be the wiser (assuming that it is sent from a dedicated email address). What I’m talking about is a quick message with substantive actionable information that any client or customer will be happy to receive, and prospective employers will be thrilled to hear. First, let’s deal with clients or customers.

WEEK 1: Jane, I hope you are well. I was thinking about you. These days everyone and their brother has a podcast. It’s free publicity and you can add the recording to your website. I came across this website, It’s free. Why don’t you sign up as a potential guest? You have nothing to lose. Good luck!

WEEK 2: Jane, I trust everything is well. Following up on the message I sent you last week, I discovered a second website which may be of interest to you. Like, it’s a way to get invited to be on podcasts. The site is MatchMaker.FM (and, no, that’s not a typo, it is “.FM”). Hope this is of help. Let me know if you are successful. Have a great week!

WEEK 3: Jane, I hope you are doing well. There’s another website I wanted to share with you. If you sign up as a source on, every weekday you will receive 3 emails with a list of questions from reporters on every conceivable topic. When questions are asked about your expertise, send a quick reply and you may be quoted by the reporter. Some of the articles appear in national newspapers and some on specialized blogs. In either case, it’s free press and establishes you as an expert. It will get you in front of a larger audience and look great on your website. Have fun!

Three weeks. Three pieces of advice given without being asked.

And if it is a job interview, you can just ask, “What do you use to raise your profile and to help your clients/customers? Do you use or advice them to use,, or” If the answer is “Yes,” they will know that you know your stuff. If the answer is, “No,” even better. One of the best ways to get a job offer is by educating the interviewers.

Regardless of whether you are helping clients, trying to close with prospects or get a job, this type of advice costs you nothing but can reap huge rewards.